Execution of Campaigns:
- Social Media Curation: Engaging posts on platforms like Instagram and Facebook showcased HQLA's services, creating a visually appealing brand narrative. Professionally taken photos were to be posted along with their daily videos, showcasing high detail to their work.
- Google & Facebook Ads: Targeted ad campaigns focused on reaching the defined audience, employing visually striking creatives and compelling messaging. Spend was evenly split for online & in-store sales.
- Content Marketing: Strategic content creation highlighted HQLA's offerings, emphasizing themes that resonated with the target audience's interests. Had collaborative events with influential people like Winnie StaCKz who organized a cancer-awareness fundraiser in which HQLA donated 10 wigs to people facing hair-loss issues; primarily due to cancer. Also implemented blog content to engage with online visitors.
- Email & SMS Marketing: Prior to us, there was no consistent marketing within these channels. Direct and personalized campaigns were deployed to engage and retain customers, promoting special offers and exclusive content.
- Content Production (YouTube and TV Show Pilot): YouTube content provided valuable insights into HQLA's expertise, while the TV show pilot aimed to enhance brand visibility on a larger scale.
- Photography + Video: Curated high-end fashion campaigns that will elevate the brand's look. Campaigns included photography & video that would be used for multiple outlets. This actually resulted in a new service the brand began providing at their studio for customers.
Website + Conversion Optimization:
This process is always a big deal and is what we do best. Websites must be considered as secondary "stores", especially with Hair Queen having their own physical location. The website front page was organized in order to lead the customer journey. With changes made to the layout, color themes to match branding, copy writing to ensure we provide the value + answer buyer decision questions to increase sales. Afterward, using monthly data analytics and heatmaps, we determine improvements to every page to ensure customers stay engaged with the content, continue on to read the content, engage in more shopping, and ultimately leading to more sales.
With the increase of better content online, higher positioning of the brand via high quality photos, videos, and copywriting, this led to an increase in both traffic and conversion rate. The standard conversion rate online for all categories is 2%. For high cost products, it's normal for this to be much lower, but imagine this: you get 100 visitors, and you make only 1 sale. You optimize for conversions, and the next 100 visitors gets you 2-3 sales. It's simple, but requires lots of research, strategy, and creativity. Our efforts led to a 125% increase in conversion rate.
